Here's Why Rihanna's Fenty Beauty Foundation Is Selling Out So Fast

Rihanna's cosmetics line may have only launched last week, but Fenty Beauty is already generating quite a bit of buzz — specifically, the 40-shade foundation range.

According to Vibe, many of the darker shades of Rihanna's Pro Filt'r Soft Matte Longwear Foundation have already sold out. At present time, six of the deeper shades are unavailable on the Fenty Beauty website, and fans on social media have been posting photos of the picked-clean displays in stores and gushing about the skin tone representation.

The dark Fenty Beauty foundation shades are sold out everywhere! This is for all the makeup brands who think the dark shades won't sell well pic.twitter.com/JDKddaMa5r— Affinity Magazine (@TheAffinityMag) September 10, 2017

I work at Sephora and I've NEVER SEEN SO MANY WOC IN OUR STORE. Plus, all the deeper shades of fenty beauty are sold out. That's amazing.

The fact that Rihanna's darker foundation shades are flying off the shelves proves something that black women have been pointing out for ages: when it comes to products for women of color, the beauty industry needs to do better. The demand is there, but, mysteriously enough, the supply is often not.

Fans on Twitter have been applauding Rihanna for making moves to fill this void — including celebs like Gabourey Sidibe, who gave the Fenty Beauty brand a shoutout on Twitter.

Model Nneoma Anosike, who's featured on the Fenty Beauty website, wrote a heartfelt Instagram post this week, sharing what it means to her to be modeling for the brand.

"Representing one of the dark shades of foundation for @fentybeauty is an amazing thing not only because it was created by Rihanna but more importantly, that the beauty world for people of color has welcomed yet another brand that goes into understanding that we melanins have different undertones and shades- not just 3 but multiple!" Anosike wrote. "Thank you Fenty beauty and @badgalriri. Welcome to the makeup world! You started with a bang !!"